Role of new media in brand culture

Technological developments are affecting every field of human life today. The new media, which has been extended with the development of technology, has made all societies a global village. All societies can access a news at the same time and easily thanks to new media and technology. In this sense, technology and new media have left the people in the society and everything that interacts with people to adapt to it. In this regard, while the brand is one of the important values of today, technologies have affected the brand and brand culture. The brand is considered a reflection of the spirit of an organization. Taking part in social media is a priority agenda topic for many business managers and brand representatives. It is a perfect tool to spread the marketing message by branding on social media, to promote a wider product, and to increase the brand's awareness and success. Social media is for networking. This form of networking is for making new friends, customers, and meeting with them. This strategy may also mean making brand connotations in the minds of new customers and increasing the consumption of existing customers. With the emergence of new media, brands were also affected by the new media. It has been determined that the culture of brands, which are a component of the brand, is also affected by this and that it has been changed. In this context, examining the role of brands on brand culture is becoming a valuable subject with the new media. The study of the role of new media on brand culture corresponds to the purpose of this study. It is valuable in that it is the first study to be carried out on this subject and it contributes to the literature, emphasizing the importance of the study. In the method part of the study, semi-structured interview method, which is a qualitative method, was used. According to the findings obtained within the scope of the research, it was determined that the brand media's business culture and ways of service changed in general terms, digitalization and digitalization will intensify in terms of the role of new media on brand culture. Accordingly, it is concluded that the new media provides fast and easy access to large masses. Since no previous study has been done on this subject, it is thought that the study will be original and make an up-to-date contribution to the literature.